What drives brand decisions in Québec

January 20, 2009

Quebeckers and Obama

They’re less likely to tune in to the inauguration but they
might be cheering louder than other Canadians.

Quebeckers are less likely to watch or listen to the
inauguration of Barack Obama today than Canadians
in the rest of the country.
56% of Quebeckers say they do not plan to either watch or listen compared to
45% nationally.

But it’s not for lack of enthusiasm.

Quebeckers are significantly more likely than Canadians in
the rest of the country to say that the election of Barack Obama is a good thing
(84% in Quebec compared to 76% nationally)

A majority of Canadians (52%) and Quebeckers (52%) believe
expectations of Obama are overblown and people are expecting way too much of
him and his new administration. Yet Quebeckers are significantly more likely to
say that, in his first year, Obama will have a “big” impact on

Improving the image of the US around the world (57% in
Quebec compared to 43% nationally)

Getting the US economy back on the right track (28% in
Quebec compared to 19% nationally)

Helping bring peace to the Middle East (17% in Quebec
compared to 12% nationally)

Quebeckers are also more likely to say that Obama will have
a “medium” impact in terms of making real progress on global warming (43% in
Quebec compared to 30% nationally)